In a word, content. Are you sending out
newsletters with
content that is relevant to each and every
recipient? Or, do you take the batch-and-blast
approach? If it's the latter, you may
end up turning off the recipient with too many
or the wrong messages.
Now, don't be mistaken: you will have people
unsubscribe. In fact, in one survey by
Epsilon and ROI Research, 55 percent of email
subscribers in the US and Canada unsubscribe
from opt-in e-mails occasionally--and 14
percent do so frequently.
How do you stem that flow of customers who
are saying, effectively, "I'm just not that
into you"?
Well, like any good relationship, you have to
give as much as you get. Your audience is
willing to listen--and even part with their
cash or loyalty (buy-in)--but only if you
give them
content that is interesting, well-written
and, most of all, relevant.
"North Americans are receiving a lot of
content, and at the same time they're getting
more and more selective about the kinds of
emails they want to receive," Kevin Mabley of
Epsilon told Advertising Age recently.
They are getting more selective.
Think about walking into a candy store. The
sheer volume of wonderfully sweet treats is
almost overwhelming. You know you can't have
it all so you take only your favourites,
those candies or chocolates that deliver what
you like. Maybe you like chocolate-covered
cherries but not licorice. Although the store
is full of licorice of every size and
flavour, you simply don't want it--it's
irrelevant.
Your newsletter content is exactly the same.
They will choose the "flavour" of content
based on what's in it for them.
So, don't just load up the newsletter and
fire away. Choose your content carefully to
ensure it truly fits your audience.
For me,
I'll take the chocolate-covered cherries.
